A slogan is a powerful branding device that can capture the minds of consumers and help them associate you with the products they need. The ideal slogan is catchy, intelligent and easy to remember. Quite often, a slogan may be a play on words, such as “SingleHop: We Manage IT Differently.” This company is involved in information technology, and it found a way to play on that abbreviation. This technique should only be used when it is a natural fit. Develop a slogan as part of an intensive process, devoting sufficient time to ensure that the right slogan is selected.

1. Read your marketing plan and product descriptions for inspiration. Often a phrase about a product or a marketing statement can be turned into a slogan. Your slogan should define your products and what they do. For example, if you manufacture running shoes, a slogan such as "We help you run your life" would be appropriate.

2. Understand your market as your demographics may influence your slogan. If you are attracting an older demographic, go for phrases that this group identifies with. The same is true with a younger audience.

3. Write down your ideas on paper, even ones that turn out to be a bad fit. Quite often a poor slogan can be turned into a great slogan with the addition or changing of certain words. The entire brainstorming process should be recorded in writing and returned to as the slogan takes shape.

4. Read your potential slogans aloud. What makes sense on paper may be an auditory mess.

5. Choose the top three slogans from your list and test them with a focus group. Creating the best slogan is often a matter of trial and error. See which ones focus group members respond to and use this information to help you make your final selection. If the focus group is unmoved by any of your top three, go back to the drawing board and start over.

About the Author

Kate McFarlin is a licensed insurance agent with extensive experience in covering topics related to marketing, small business, personal finance and home improvement. She began her career as a Web designer and also specializes in audio/video mixing and design.